Online Christmas Eve Comes Early

Share Article

Search engine marketing firm iProspect advises change to paid search advertising bidding strategies after December 13.

The message to search engine marketers is clear: All days are not equal during the online holiday shopping season, and as such, bidding strategy adjustments need to be made -- adjustments that will improve your ROI

iProspect, the Original® Search Engine Marketing Firm, revealed today that online shopping conversion rates and conversion volumes for the holiday season peak ten days prior to Christmas. As a result, online retailers are advised to adjust their paid search advertising bidding strategies accordingly.

Historic data from iProspect’s automated bidding tool, iSEBA, indicates that this peak in conversions occurred on December 14th in 2004, but plummet immediately thereafter. However, as Christmas occurs on a Sunday this year, iProspect forecasts the 2005 peak online retail conversion date will be Tuesday, December 13th. Given the significant drop in both conversion volumes and conversion rates mid-month, online marketers are advised to lower their paid search advertising bid prices after that date.

“The message to search engine marketers is clear: All days are not equal during the online holiday shopping season, and as such, bidding strategy adjustments need to be made -- adjustments that will improve your ROI,” advised Fredrick Marckini, CEO of iProspect. “This data demonstrates that search marketers need to adjust their online holiday marketing expenditures a lot earlier than perhaps they had thought, as higher bid prices will not generate the same return after December 13 as they will before that date.”

Marckini further explained, “Search engine marketing has evolved into a complex and sophisticated medium that requires continual fine-tuning and adjustments in order to net the best return. In today’s ultra-competitive paid search environment, marketers cannot afford to turn it on and walk away. Savvy search marketers need to understand the nuances of this discipline, anticipate the peaks and valleys that occur during this season, and take actions that will deliver the best results.”

It should be noted that paid search conversion volumes and rates don’t fully return to pre-holiday season levels until Christmas Day, with the steady decline between mid-month and Christmas also being affected by retailers’ individual shipping policies.

About iProspect

iProspect® is the Original® Search Engine Marketing Firm. The company helps many of the world's most successful brands maximize their online marketing ROI through natural search engine optimization, paid inclusion management as a Yahoo! Search Submit Certified Ambassador, pay per click advertising management via their own patent-pending bid management agent called iSEBA™, and Web analytics through their own SEM-configured version of WebTrends™. Located in Watertown, Massachusetts, the company can be contacted at 1-800-522-1152, or by visiting http://www.iprospect.com.

Questions regarding this release should be directed to iProspect Media Relations Manager, Colleen Reed, at 1-800-522-1152 x1203.

# # #

Share article on social media or email:

View article via:

Pdf Print

Contact Author

Colleen Reed
Visit website